It turns out that for several of the best streaming services, such as HBO Max, Disney+, and Apple TV+, it’s not so much about obtaining customers that’s difficult. It’s about keeping those subscribers.
According to fresh data from measuring firm Antenna, about half of those who signed up for HBO Max in the days after the debut of “Wonder Woman 1984” were gone within six months (31 percent of them were gone within one month). Disney+ and its “Hamilton” release, as well as Apple TV+ and its Tom Hanks World War II film “Greyhound,” both, suffered the same six-month loss.
On December 25, 2020, HBO Max premiered “WW84.” Antenna looked at the sign-ups from that day and the next two days, then tracked how long they stayed. Each piece of content in this article follows the same process, regardless of its individual release date.
The COVID-19 epidemic, which began in the United States, was responsible for the first semi-permanent Netflix increase. This resulted in record-breaking viewership for Season 3 of “Tiger King” and “Ozark,” as well as a general thirst for a big library of content. The latter Netflix rise, just before Christmas 2020, coincided with the release of “Mank” and “Big Mouth.” Just in time for the holidays, “Bridgerton” would join the pack.
While the tendency observed here causes some wild swings in daily sign-ups and cancellations, keeping half of the members from seeing a massive surge is still a good thing for a streaming service. Long-term progress is made by taking two steps ahead and one step back.
The ebb and flow aren’t limited to movies or movie-like events like “Hamilton,” but it’s usually related to one *thing*. Approximately half of the US subscribers who signed up for Peacock were gone within four months after the Tokyo Olympics last summer. All of Tokyo’s events were shown live on the Comcast/NBC Universal streaming service, but NBC’s broadcast channel only broadcast a few high-profile events. Despite the fact that the Olympics only last a few weeks, the one-off idea still applies.
The antenna does not track members leaving Amazon Prime because the free two-day shipping on retail orders is still the main draw for many consumers, not the Prime Video component.